Size Matters In Real Time Bidding — But How You Use it Matters Most

01/29/2013

Real Time Bidding

There are literally thousands of online publishers seeking to monetize the “unique” traffic visiting their websites. Concurrently, there is a thirsty crop of data brokers lining up to assist publishers in connecting their data with the ever-growing advertising demand online.

We live in an era of increasing concern about privacy, which makes sense, given there is simply more non-personally identifiable information (non-PII) than ever before on virtually every consumer online — regardless of device, age, race or geography.
This non-PII information includes where you browse, what you view, what you search, device used, operating system, browser type and more. In fact, the data used online now includes the ability to leverage the mountains of data collected over time on user behavior offline. Through the miracle of technology, the offline data elements are merged with the consumer’s known online behavior encased in a non-PII user ID.
In short, more and more online display impressions are won and lost in a real time bidding environment that, in theory, rewards the advertiser that selects the vendor with the most data available in the milliseconds of a single ad call. The data determines if you should bid, how much you are willing to pay to win the impression and, frankly, what message to serve up.
So, the company with the most data wins, no contest — game, set and match!
Unfortunately, this is a myth being passed down and repeated as a fact, company after company, sales rep after sales rep.It’s not unlike your mom telling you that Christmas poinsettias are poisonous or that you can’t swim until an hour after you have eaten. Big thanks to Ken Jennings for finally debunking those myths and others in his new book, Because I Said So.
Read the full article on Marketing Land here

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